A few years ago Alicia Jansen, associate vice president at MD Anderson Cancer Center had a problem on her hands. As she explained at the SHSMD Annual Conference, potential patients were having a hard time getting that first appointment. In addition to being scared and emotional with a new cancer diagnosis, they had to jump through a lot of hoops to get something scheduled. There was a lot of back and forth as well as repeated paperwork. So Jansen decided to take on the project and make the experience better.
After analyzing the procedures and talking to the call teams, she decided to create an online experience that would make the process easier on patients and the clinics.
With the new site live and performing well, Jansen shared these keys to engaging and empowering patients online – and provided lessons learned:
Using online Voice of the Customer (VoC) panels help improve consumer satisfaction by fostering collaboration with a customer through online surveys and communities to uncover sentiment, satisfaction and loyalty. As healthcare marketers we are no stranger to focusing on the entire consumer experience, not just one piece of the pie. With quite a few healthcare organizations moving towards expansive, integrated delivery networks, it’s no surprise that continually measuring consumer interactions have become increasingly important.
What stood out most to me at SHSMD’s Annual Conference was the focus on improving consumer satisfaction. The topic of how to improve the consumer experience was repeatedly incorporated into the sub-text of each conference breakout session conversation during lunch, one-on-one conversation and client dinners. Companies with consistently high customer satisfaction like Amazon.com, Marriot International and Southwest Airlines view great service as a continual challenge.
Apple’s much-debated mobile operating system refresh has been in our hands for a few days. While there has been a lot of commentary about the new interface, it’s come mostly from hardcore early adopter-types. I’ve been curious about how more casual users would take to the new changes, so I did a quick poll of iOS users around the office to get their thoughts and first impressions. Here’s what I heard:
Locations, services and physicians, oh my! Crozer-Keystone Health System’s Brinton Lake is a comprehensive outpatient complex in Glen Mills, PA.
Since the Brinton Lake complex offers an extensive number of services at various locations, Crozer-Keystone was concerned about usability and making sure site visitors could find the providers, services, and location information they needed.
Is your hospital website ahead of your peers or are you falling behind? Are you understaffed and underbudgeted? Are your competitors push into digital marketing leaving you in the dust?
The one question I hear most often from healthcare Web professionals is “How are we doing compared to everyone else”?
Every so often, I see a flurry of friends reposting information (on Facebook) about how Facebook has made dramatic changes engineered to compromise their security and privacy and generally drag them, kicking and screaming, towards their personal destruction. That is UNLESS you take these few simple steps…
The posts are generally some variation on the following:
As more hospitals, outpatient centers and physician practices join forces to share expensive technology and gain from the knowledge and skill of experienced clinicians, the need to speak with a unified voice online becomes imperative. HCA’s Capital Division has partnered with Geonetric to meet that and other goals for its multiple facilities and websites.
Beyond the organizational and emotional upheaval brought on by merging business cultures when hospitals and medical groups combine their efforts comes the challenge of creating a new Web presence. The new “system” website must build on the stellar reputations of the individual players while highlighting the benefits users will receive from their newfound access to resources across the entire system. Often, that means creating a new Web presence that’s a mash-up of all the existing websites – and rethinking everything about content and users in the process.
Latest HCA Capital Division Web Update
As HCA’s Capital Division continues its Web restructuring activities, the latest site to launch is LewisGale Regional Health System, the hub of its Southwest Virginia market. LewisGale incorporates four hospitals, six outpatient centers, two cancer centers and 700 physicians. While based in Salem/Roanoke, the entire service area stretches from Alleghany Highlands and Rockbridge County on the north to the Roanoke and New River Valleys on the south, a distance of more than 100 miles.
LewisGale: Integrated Message for System Services
LewisGale’s far-flung individual players recognized the need for an integrated message – one that reflects the system’s hub-and-spoke approach to delivering a wide range of sophisticated services – and they invested in a partnership with Geonetric to make that happen. We built on the awareness that the region is filled with small communities where personal relationships are key.
The most common place where technological solutions go wrong is that they’re built for the person building them and not for the person who will be using them.
Where teams fail is not that they don’t intend for the solution to work for the target audience but rather an inability to recognize they are not a member of that target audience. This is not as obvious as you might think. If you’re building a website for cancer patients, the challenge is not that you believe yourself to be a cancer patient. Rather, the gap is in realizing an actual cancer patient is going to use the tool differently than you will.
This phenomenon has a name – The Malkovich Bias: The tendency to believe that everyone uses technology the same way that you do.
The Web is a great channel for engaging health consumers, making connections and converting them into patients. It’s natural, therefore, that we’d want to tailor the digital experience based on their individual interests – an approach that’s becoming more and more popular on retail websites.
But what works well for retail isn’t necessarily useful for healthcare. People use our sites differently. Failing to recognize this can lead to a site that’s awkward, creepy or even risks HIPAA violations. So how do you know if using dynamic content is right for your hospital’s website? Let’s explore.
What makes a site dynamic?
Dynamic websites are based on content management tools where the content lives in a database rather than static files. Pages are assembled as users access them, pulling the most relevant and up-to-date information together at that moment.